Datagraf acquires SAS Media

Denmark’s Datagraf has acquired SAS Media AB from the SAS Group. The acquisition makes Datagraf one of the largest companies in Scandinavia when it comes to producing customer magazines.”We are very pleased to be able to announce this acquisition. We are taking over a company whose staff in Sweden and Norway are highly skilled in producing customer magazines – and within advertising sales – and furthermore we are taking over an advertising agency highly competent in sales- and loyalty-driven communication. Establishing a presence in Sweden and Norway has long been a part of Datagraf’s business strategy, and with the acquisition of SAS Media AB we have found the solution that we have been looking for. For our subsidiary DG Media A/S, the acquisition means that its Scandinavian expansion within advertising sales has been secured,” says Svend Erik Baadsgaard, CEO of Datagraf A/S.

”Now we will put all our efforts into going out and offering international companies in the Nordic region and the rest of Europe our magazine solutions and communication solutions.”

Within the SAS Group it has been noted with satisfaction that it has succeeded in selling one of its non-core businesses while securing the production of its important onboard magazines and the loyalty magazine Seasons.

”Among the 25 interested companies, we chose Datagraf for several reasons. The first was that Datagraf would take the business forward with all its employees, and that it has a style of leadership we have confidence in. Last but not least it was very convincing in its description of how it would continue to produce magazines for our customers,” says Claus Sonberg, EVP Corporate Communications & IR at the SAS Group.

SAS Media AB comprises three units: Publishing, which produces SAS magazines; Media Sales, which handles advertising sales for SAS magazines; and advertising agency SPEAD, which produces sales- and loyalty–driven communication for SAS and a number of other companies. Datagraf takes over more than 30 employees in Stockholm and Oslo. At the same time, Datagraf and SAS have signed a five-year agreement for Datagraf to supply the SAS Group with Scanorama and several other magazines, as well as advertising services.

Advertising agency and magazines
Most SAS passengers are familiar with the airline’s in-flight magazine Scanorama. This well-known publication has been around for over 30 years, and for many years has been the standard for how an in-flight magazine should be produced. Alongside Scanorama, Datagraf will also produce Seasons, an exclusive magazine in three languages that is sent home to EuroBonus Gold and Silver members; a Japanese and Chinese version of Scanorama; Perspektiv, for SAS subsidiary Widerøe; and SAS Norge Magasinet for SAS’s Norwegian operation.

”We are taking over all of SAS Media AB’s activities and employees. Apart from its magazines, SAS Media has a well-functioning advertising agency called SPEAD. An advertising agency that specializes in sales- and loyalty-driven communication and has
several companies within the SAS Group as well as other companies as customers,” says Svend Erik Baadsgaard.

The contract of sale takes effect from May 1, 2008.For more information contact:
Svend Erik Baadsgaard
Managing Director
Datagraf A/S’
Phone 0045 24 86 40 00

Claus Sonberg
EVP Corporate Communications & IR
The SAS Group.
Phone 0046 8 797 16 60

SAS Group Corporate CommunicationsFacts about Datagraf A/S
Datagraf is responsible for communication, design and production for some of Denmark’s leading private and public companies and organizations. Its core business is magazines, with over 140 titles as well as marketing communication solutions. Datagraf counts 30 of Denmark’s 100 leading companies among its customers. Datagraf was founded in 1986. The Datagraf Group comprises Delta Grafisk A/S in Aarhus, DG Media A/S in Copenhagen and Vejle, Netmedia A/S and now DG Communications AB in Stockholm and Oslo. Datagraf has 410 employees and an estimated turnover this year of about DKK400 million.